who we are
She Is Not Your Rehab
She Is Not Your Rehab the movement, was launched in Matt’s 2019 TEDx talk, The Barbershop Where Men Go to Heal. Born from a barbershop, She Is Not Your Rehab encourages men to confront childhood trauma and take responsibility for their healing to break cycles of violence.
With innovation, creativity, and empathy, they’ve delivered impactful campaigns, including the viral 2020 Dear Mr. Rock video letter, which garnered millions of views and a response from Dwayne ‘The Rock’ Johnson. In 2021, they released She Is Not Your Rehab, a NZ #1 bestseller, raising $100k and donating 10k+ copies to NZ prisons, alongside launching a prison book club program.
In 2022, they opened the She Is Not Your Rehab art gallery in Christchurch, featuring the Who Is She? exhibition in collaboration with NZ graffiti artist Mr G. In 2023, they launched innerBoy.nz, a free mental health app for men healing from trauma, later expanding to Australia in 2024. The 2024 Love U Bro Day initiative reached 17 million people, sparking essential conversations on men’s mental health.
In 2025, they will release their debut children’s book, This Is Not Yours to Carry, aimed at supporting tamariki impacted by family violence, with a mission to gift 125,000 books to children in need.
What we do
Current initiatives
We deliver innovative campaigns, provide tools for healing, and empower individuals through resources like the innerBoymental health app. Our initiatives spark important conversations about domestic violence prevention, promote intergenerational healing, and inspire collective action for a safer, violence-free future. From impactful public campaigns to empowering men to take responsibility for their healing, our work strives to create lasting, positive change.
This is Not Yours to Carry
Our debut children’s book that provides trauma-informed support for children impacted by family violence. This is Not Yours to Carry helps young readers understand their emotions, empowering them to heal and move forward.
Love U Bro
Love U Bro Day is an annual nationwide movement that sparks important conversations, encouraging men to wear their hearts on their faces, literally. We call on our brothers to face up to men’s mental health. By expressing vulnerability and supporting each other, we raise awareness and foster positive discussions around men’s mental health.
innerBoy
Supporting men to heal from intergenerational trauma with a FREE mental health app. innerBoy provides accessible tools and resources through a guided support program for men to confront their pain, grow emotionally, and break cycles of violence.